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Guinness
An Effectiveness Story Made of More

RAN IN: United Kingdom, Nigeria, United States, Ireland

CLIENT
Diageo

AGENCY
AMV BBDO *Lead Agency

Rory Gallery, Strategy Director
Lilian Sor, Strategy Director
Tim Whirledge, Strategy Director
Alex Lewis, Global Planning Director
Steve Hopkins, Strategy Partner
Tom White, Strategy Partner
Craig Mawdsley, Chief Strategy Officer
Bridget Angear, Chief Strategy Officer


BBDO New York

Gordon McClean, EVP Group Planning Director


BBDO Network (Africa)


SUMMARY

In 2012, Guinness faced a number of complex challenges. We needed to increase the effectiveness of our communications around the world. The solution was to create "Made of More"- a global idea that champions those who have the confidence to carve their own path. As a result, this enabled us to improve brand perceptions and deliver a more efficient PROI in Western Europe, improve perceptions and increase trial of Guinness in North America and attract a new generation of beer drinkers to Guinness without alienating older drinkers.

CASE STUDY

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CASE VIDEO


Objectives: Build brand equity

Type: Business to Consumer

Classification: Multinational

Language: English